New Starbucks Boss To Shake Up ‘Overly Complex’ Menu To Win Back Customers – CoffeeTalk

Starbucks CEO Brian Niccol has pledged to overhaul the company’s “overly complex menu” to revive the struggling coffee chain. The company reported falling sales, revenue, and profit in the fourth quarter, highlighting the challenges faced by its new boss. Niccol said that the company needed to fundamentally change its strategy to win back customers. He added that the company would simplify its “overly complex menu” and change its pricing strategy so that customers felt “Starbucks is worth it.”

Customers have turned away from Starbucks’ expensive drinks, such as blended coffees and Frappuccinos, which can cost over £6 for a large cup. Global sales fell by 7% in the three months to the end of September, while profits were 25% lower than in the same period a year earlier. Sales at US branches were 6% lower in the past three months, while they tumbled by 14% in China.

Starbucks shares fell by about 4% in after-hours trading on Tuesday, but the stock has gained almost 28% since the company named Niccol as its new CEO in August. Niccol was offered one of the biggest executive deals in corporate history to switch jobs, worth up to $113m (£88m), four times larger than that of his predecessor.

Starbucks has also suspended its annual outlook for the year to September 2025 due to the new CEO and the current state of the business.

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